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In the third quarter of 2025, Apple was the leading mobile phone vendor in Asia, holding around **** percent of the market. Samsung followed closely behind, with about **** percent of the market share. 

Smartphone brand dominance varies by country 

While Apple and Samsung lead the overall Asian market, their dominance varies significantly across countries. As of the second quarter of 2025, Japan’s smartphone market was dominated by Apple, with an estimated market share of about **** percent, while Apple’s market shares in India and Bangladesh were estimated at only about *** percent. Samsung had a strong over ** percent of the smartphone market share in its home country, South Korea. However, the company underperformed in China, where Samsung’s smartphone market share stood at under two percent. This disparity highlights the importance of understanding local preferences and adapting strategies to succeed in different Asian markets.  

The rise of Chinese smartphone brands 

In addition to Apple and Samsung, Chinese manufacturers such as Xiaomi, Oppo, Vivo, Realme, and Huawei have become formidable competitors across Asia by offering feature-rich smartphones at competitive price points. Chinese smartphone brands dominate the smartphone market landscape in China and India, the largest smartphone markets in the Asia-Pacific region. For example, in the first quarter of 2025, Vivo held around ** percent share of India’s smartphone market, while Xiaomi, Oppo, and Realme accounted for roughly ** percent market share each. Their aggressive pricing strategies, extensive online sales channels, and localized features have enabled them to capture large segments of the mid-range and budget smartphone market, intensifying competition and reshaping the regional smartphone landscape.